Marketing Industry Research Reveals Creators Drive Entire Holiday Shopping Process, According to Study Findings
The holiday shopping season is gearing up to be a significant one, with creators taking on an increasingly influential role in consumer behaviour, according to the LTK Holiday Shopper Study.
In a notable shift, creators have emerged as the most trusted guides in the retail economy. Three in four consumers prefer to see creator content while shopping, whether in-store or on a brand's own website, reflecting a growing reliance on these influencers for guidance.
Self-gifting has become mainstream, with 90% of consumers planning to shop for themselves during the holidays. Consumers are no longer seeing the holidays strictly as an outward-facing ritual but as a moment to invest in their own well-being and identity. Beauty, personal care, entertainment, and fashion are dominant categories for self-gifting.
With the holiday season expected to demonstrate how creator-led commerce has become a structural pillar of retail strategy, more than half of shoppers expect inventory shortages this season. In response, 61% rely on creators to recommend in-stock alternatives.
Trust levels are at all-time highs, shopping timelines are accelerating, and creator content now spans the entire purchase funnel. Creator content has evolved into a form of social proof that rivals traditional advertising. Brands that cultivate relationships with creators who closely mirror their target audience's identity stand to gain higher trust and more durable customer relationships.
The diversification of consumer attention is opening up a new frontier for creator-driven content. Creator commerce is expanding beyond social platforms into streaming services and connected TV. Marketers need to rethink media planning and allocate spend to creator-led integrations across channels.
Personalization is emerging as the defining driver of creator influence, with 67% of LTK users returning to the same creators repeatedly. Among Gen Z and Millennials, creators are the number one source shaping holiday purchases. Creator content is now integral to every stage of the purchase funnel, influencing awareness, consideration, conversion, and post-purchase trust-building.
Interestingly, product availability has surpassed price as the leading factor influencing purchase decisions. This trend is reflected in the finding that 84% of shoppers trust brands more when creators review products on brand-owned platforms.
The 2025 holiday season is expected to showcase these trends in full force. Notable brands collaborating with influencers on streaming, CTV platforms, or micro-communities to better reflect their identity and target audience include Nike, Adidas, Apple, Coca-Cola, and Netflix.
Brands should reframe creators as essential partners in shaping consumer behaviour across every touchpoint. Creator influence is no longer additive but foundational to modern retail. As we approach the holiday season, it's clear that creators will play a crucial role in shaping consumer decisions and driving sales.
A notable trend this year is the early start to holiday shopping, with 43% of consumers planning to start holiday purchasing by September, an increase of 13% from last year. This early start suggests a shift towards more considered and deliberate shopping behaviours, with consumers seeking out the products and experiences that truly resonate with them.
In conclusion, the role of creators in the retail economy is evolving rapidly, and brands that embrace this change stand to gain a competitive edge. The holiday shopping season presents a unique opportunity for brands to leverage creator influence, personalization, and early planning to connect with consumers in meaningful ways and drive sales.
